This presentation contain information about gold, platinum and executive platinum cards for customer acquisition. It explains about importance and advantages of database marketing in American Airlines.

1. Case study
American Airlines

2. Introduction about American airlines
• World third largest airline
• Headquarter : Fort worth, Texas
• Largest Hub : Dallas International Airport
• 2 affiliates : American eagle and American
connection
• Worldwide : Central And South America,
Asia, united states, Europe, canada.

3. Route map

4. Database marketing
• Database marketing make use of several direct
marketing techniques including
 response advertising,
direct mail
telemarketing

5. Elements in database marketing
• Managing
• a computerized
• relational data-base system
• of comprehensive, up-to-date, relevant data on customers, inquiries,
prospects and suspects
• to identify your most responsive customers
• for the purpose of developing a high-quality, long-standing
relationship of repeat business
• which enable us to send desired messages at the right time in the
right form to the right people
• all with the result of pleasing our customers, increasing our
response rate per marketing dollar, lowering our cost per order,
building our business, and increasing our profits.

6. Advantages of database marketing

7. Example
• American express collaboration with
American airlines
South Asian routes from los angles to Tokyo
• List of customer is compare with actual list of
Aadvantage.
• Providing attracting offers

8. AAdvantage
• Frequent flyer program.
• Miles accumulated in the program like
Members to redeem tickets
Upgrade service class
Free or discounted car rentals
Hotel stays

10. example
• Arthur had never attained Gold status, which requires 25,000
miles in a single calendar year. Last Christmas, he called
American to learn how many qualifying miles he had
“You have 24,600 miles, Mr. Hughes”
“You’re going to give me Gold, aren’t you?”
“I’m sorry, Mr. Hughes, you have to have 25,000 miles.”
“Can’t I pay you for the missing 400 miles?”
“No. You have to fly them.”
Arthur bought a ticket from Washington to Raleigh-Durham for $44

11. Thank you